Stella Artois’ Valentine’s Day Campaign Encourages Consumers to Take a Breather

While European countries tend to offer better work-life balance than the U.S., Stella Artois wants Americans to know it’s OK to take more breaks from the daily hustle. Timed to Valentine’s Day, the Anheuser-Busch brand has launched “The Life Artois,” a U.S. campaign that encourages consumers to take more time to savor life with partners,…

Mars Wrigley and Bumble Use Experiential to Embrace Galentine’s Day

As brands launch Valentine’s Day-themed campaigns, a select few are celebrating the alternative: Galentine’s Day. What began as a faux holiday invented by Parks and Recreation’s Leslie Knope (Amy Poehler) in 2010 has become a popular go-to event for companies trying to reach more consumers. The unofficial holiday falls on Feb. 13, the day before…

Will the Coronavirus Outbreak Mark a Tipping Point for How Conferences Address Disease?

With the outbreak of coronavirus mounting into a global health emergency, international conferences could see major impacts on attendance and programming. Mobile World Congress in Barcelona became the first major conference casualty of fears around the respiratory virus when organizers announced today that it would be canceled after more than two dozen companies backed out….

Tiffany’s Flagship Next Door Brings Iconic Brand to Luxurious Life

What do you do when your home is getting renovated? Rent the place next door and have fun with a pop-up. That’s what Tiffany & Co. is doing as its flagship store in New York undergoes a two-year renovation. The Flagship Next Door allows the brand to reinvent the old Niketown space and experiment with…

Visa Unites Women in Sports and Design at New York Fashion Week

As a longtime sponsor of the NFL, FIFA and the Olympics, Visa has experience engaging consumers and clients around major sports events. Now, the financial services company is creating dynamic activations on the runway. Visa has focused on expanding its footprint in fashion since it became the first official payment technology partner of New York…

On the Adweek Podcast: The Retail Experience in 2020

The retail industry is rapidly changing. Experiential reporter Ian Zelaya writes: “More retailers are using experiential techniques to evolve and compete with online shopping.” He joins co-hosts David Griner and Ko Im to discuss the new mall, food hall and IRL shopping. Together with emerging tech reporter Patrick Kulp, we also discuss the world of…

Retail Has Struggled but Is Using Experiential to Keep Consumers Invested

The most anticipated attraction opening in Las Vegas this year isn’t a resort or nightclub–it’s a shopping complex. Area15 is an upcoming retail and live entertainment venue anchored by interactive art and technology experiences. The 200,000-square-foot site, which opens in April, is a joint venture from real estate development firm Fisher Brothers and creative agency…

Kimpton Spotlights All-Women Photographers With New Fotografiska Partnership

As brands continue to explore the hospitality space by producing their own overnight experiences, hotel brands are still getting creative with how they engage their guests. Kimpton Hotels & Restaurants made photography the focus of its latest in-hotel experience as part of a new partnership with Fotografiska, a Swedish photography museum that recently opened its…

Dove’s Sustainable Vending Machine Celebrated Move to 100% Recycled Plastic

Dove is making a significant push to reduce its environmental footprint, and the brand recently spread the word by encouraging consumers to recycle. The Unilever-owned beauty brand launched a vending machine-style installation in New York’s Grand Central Terminal to celebrate its move to 100% recycled plastic bottle packaging across Dove, Dove Men+Care and Baby Dove…

Budweiser Brought 200 Influencers to a Hotel for Super Bowl Weekend

While multiple brands chose to produce Super Bowl activations in Miami instead of airing ads on Sunday, Budweiser has opted for both as part of its Big Game marketing strategy. Along with the brand’s patriotic Super Bowl ad, Budweiser opened the BudX Hotel, a three-day experience in Miami that filled Nautilus by Arlo hotel in…

Not on TV: “Port de Stella” Is A Pop-Up Immersive Experience in Miami

The beer commercials will be out in full flow this Sunday. Bud Light and Michelob Ultra are already sharing their wares. Meanwhile, one European beer brand is opting out of the TV Bonanza. Stella Artois is betting on the power of experiential instead. Debuting in Miami during Super Bowl LIV week, Port de Stella features […]

How 7 Brands Stood Out in a More Subdued Sundance 2020

The Sundance Film Festival is a buzzy opportunity for brands to interact with film fans, actors and directors and industry execs in between screenings. The 36th annual festival, which kicked off Jan. 23 and runs through Feb. 2, is screening 118 feature films with premieres including Taylor Swift’s Netflix documentary Miss Americana and Zola, which…

Chase Sapphire Taps Mark Ronson as New Music Supervisor

Chase has tapped someone who knows a thing or two about music to be the brand’s music supervisor for a new campaign: Mark Ronson. The financial services company has named Ronson one of its Sapphire Creators, a group of celebrity ambassadors featured in the brand’s new Sapphire credit card campaign titled “Same Planet More World.”…

How 9 Brands Without Super Bowl Ads Are Activating for the Big Game

With Super Bowl 54 less than two weeks away, more brands are teasing their plans for the Big Game. We’ve been keeping tabs on the most anticipated commercials in our Super Bowl 2020 Ad Tracker since Fox sold out its entire in-game inventory last November. But what’s in store for major brands that don’t have…

The Color Factory Offers More Than Just Instagram Fodder

As its name implies, Color Factory provides an ideal opportunity for splashy Instagram posts–but it also offers more than just social media fodder. The ticketed experience, which launched in San Francisco in 2017, celebrates color through interactive site-specific installations created by local artists. After its initial run, the pop-up expanded to a second temporary exhibit…

This CBD Brand Pop-Up Wants Your Unwanted Products

With so many CBD-infused products on the market, first-time CBD users or curious onlookers might need a little help–and motivation–in choosing which brand to try. Charlotte’s Web, a leader in the CBD space that sells hemp-based products, wants to educate consumers about how their CBD products are made by inviting them to trade in their…

Awkwafina Takes Over as MTA Subway Announcer With Comedy Central Partnership

Commuters on New York’s 7 subway line this morning were treated to some amusing train announcements from a voice that sounded eerily similar to Awkwafina–because it was. To promote the comedian and actress’s upcoming Comedy Central series, Awkwafina Is Nora From Queens, the ViacomCBS-owned network has partnered with MTA New York City Transit to have…

How the North American International Auto Show Reinvents Itself for a New Decade

The North American International Auto Show (NAIAS) in Detroit has been a launching pad for automakers to announce new vehicles and product innovations for more than three decades. But recently, the influential auto industry event, known for kicking off the global show circuit every January, has seen a slowdown in engagement. In 2019, the show…

Are Experiences the Future of Retail? Area15 in Las Vegas Will Put the Trend to the Test

The retail industry is struggling, but the upside is that millennials and Gen Z still prefer to shop in stores–if those stores offer unique and engaging shopping experiences. As brands seek to continue evolving the in-store experience for their target demographics–experts predict retail leaders will invest in better consumer experiences in 2020–a new concept in…

Booking.com Will Open a Pop-Up Resort Inspired by 2020 Resolutions

Booking.com is ringing in 2020 with a hotel experience themed around 20 popular New Year’s resolutions. The travel company will open Resolution Resort, a stayable experience in New York with 20 suites that each align with a resolution, such as being more active, reading more and practicing self-care. Beginning Monday, Jan. 13 consumers can reserve…